# Shared Flashcard Set

## Details

42
04/07/2013

Term
 Which level of measurment has a true zero?
Definition
 Ratio
Term
 What is sampling?
Definition
 •The process of selecting some elements from a population to represent the population
Term
Definition
 Shared, manageable, and inspirational
Term
 For your measurement to be practical there are 3 things you should consider. What should your measurement be?
Definition
 Economic, convenient, interpretable
Term
 A good sample should be
Definition
 Both accurate and precise
Term
 Give one piece of advice on making a good presentation
Definition
 Practice
Term
 Why is editing important?
Definition
 Minimize and eliminate errors, guarantee data is accurate
Term
 What's the first step in analyzing data?
Definition
 Editing
Term
 Name one limitation of qualitative research that is addressed by using quantitative research
Definition
 Qualitative is susceptible to bias & error
Term
 A survey with lack of control and slow turnaround?
Definition
 Mail home survey
Term
 Triangulation
Definition
 Using multiple methods. Qualitative and quantitative methods compensate for each others weaknesses.
Term
 Qualitative Research
Definition
 •Uncontrolled, subjective, observational  •Low reliability, high validity, inductive, in-depth  •Describe, understand
Term
 Quantitative Research
Definition
 •Controlled, objective, systematic •Reliable, valid, deductive, generalizable •Describe, understand, predict
Term
 Steps in Sampling Design
Definition
 •Defining the population •Determining the sampling frame •Determining the sample size
Term
 Probability Sampling
Definition
 Simple random sampling; Complex probability sampling- systematic & stratified random
Term
 Nonprobability Sampling
Definition
 •Convenience sampling •Judgment sampling •Quota sampling •Snowball sampling
Term
 What is measurment?
Definition
 •Assigning numbers to events, objects, properties, activities
Term
 3 parts of the measurment process
Definition
 •Select Observable events •develop set of mapping rules •apply rules to each observation
Term
 Nominal Measurment
Definition
 Attributes are only named. (weakest)
Term
 Ordinal Measurment
Definition
 Attributes can be ordered.
Term
 Interval Measurment
Definition
 Distance is meaningful.
Term
 Characteristics of good measurment
Definition
 Validity, reliability, practicality.
Term
 Dichotomous Questions
Definition
 •two choices, mutually exclusive & exhaustive
Term
 Rating Scale Questions
Definition
 Likert or likert-type; semantic differential
Term
 6 Questionairre Construction Basics
Definition
 •Start with easy to answer questions •Put sensitive items at the end •Group items with similar response categories •Intermix positively and negatively worded items •Filter questions eliminate ineligible respondents •Use branching to skip irrelevant questions
Term
 4 Roles of the Creative Breif
Definition
 Document how advertising messages are developed Point of agreement among everyone involved - agency & client Reference points for creative team Provide foundation for evaluation
Term
 Coding
Definition
 Translate raw materials into countable form Identifies numeric & non-numeric material
Term
 Statistics
Definition
 Averages: mode, median, mean.
Term
 Tabulation
Definition
 Process of patterning data
Term
 When designing your survey, what are 3 key things to remember?
Definition
 1. stay focused on objectives 2. allow time for pretesting 3. treat respondents with respect 4. explain the purpose to engage respondents
Term
 Median
Definition
 Half way point
Term
 Mean
Definition
 Arithmetic Average
Term
 Mode
Definition
Term
 How long should your creative brief be?
Definition
 Brief
Term
 Name the type of question illustrated below: like, disagree, agree
Definition
 likert or likert-type
Term
 Which level of measurement is used for a categorical variable?
Definition
 Nominal
Term
 Categories for coding should follow 4 rules. Name 2
Definition
 Appropriate, exhaustive, mutually exclusive, unidimensional
Term
 Name 4 typical items included in an agency’s creative brief
Definition
 Target, desired belief, reasons why, tone, objective, key insight, mandatory information, timing
Term
 Name 3 things to avoid when designing questions
Definition
 Ambiguity, Double barreled question, jargon, abstraction, irrelevance, Leading questions
Term
 How do you know if your creative brief is good?
Definition
 Believeable and supportable, clear and simple, best way to introduce
Term
 What do we call the list of population elements from which a sample is drawn?
Definition
 Sampling frame
Term
 There are 4 sources of measurement error.
Definition
 Respondent, situational, researcher, instrument
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